Directed by Luke Shanahan and produced by Beautiful State Productions.
QIC Shopping Centres is celebrating the people who embody the true spirit of the season in a campaign via creative agency Jane Doe Creation.
QIC is raising funds for charity partners including The Salvation Army, St Vincent de Paul, Starlight Children’s Foundation, Foodbank Australia and Beyond Blue.
“Christmas isn’t just about ticking off a list; it’s about finding joy in every mission along the way,” said QIC general marketing manager Bronwyn Cooper.
“At QIC, we’re making sure every part of the season – from booking the family Santa photo to finding those last-minute gifts – is filled with ease, fun, and festive connection.”
The campaign was directed by Luke Shanahan and produced by Beautiful State Productions.
“Luke Shanahan and Beautiful State Productions have been on our wish list for a long time,” said Jane Doe Creation executive creative partner Elissa Maine.
“His humour and craft in bringing this story to life make the piece truly sing.”
The fully integrated campaign features a 30-second hero digital film, supported by retail, in-centre creative and a suite of social content with short-form edits.
“Building on a strategy that works across platforms and grows stronger year on year is always a joy, literally and creatively,” said Jane Doe Creation executive creative director, Penny Buck.
Campaign Credits:
Client: QIC RE
Head of Marketing: Bronwyn Cooper
Portfolio Manager, Campaigns: Kelly McGufficke
Campaign Manager: Holly Howell
Digital Manager: Nathan Maroon
Agency: Jane Doe Creation
Executive Creative Producer: Elissa Maine
Executive Creative Director: Penny Buck
Head of Strategy & Innovation: Allison Sims
Associate Creative Director: Kirrilee Phillips
Project Director: Cara Staniforth
Production Company: Beautiful State
Director: Luke Shanahan
Producer: Kim Kirby
DOP: Alex Serafini
Editor: Marc Bennett
Post: Which Chocolate
Sound: Otis Studios
